Dairy Packaging in Romania - New Market Report

Low consumer purchasing power was responsible for the volume decline in 2014 as the purchase of unpackaged curded cottage cheese directly from production farms or from farmers’ markets remained a viable alternative for many households due to its lower unit price but also the perception that these products are healthier than packaged ones. The increase in value terms in the same year was the result of the price increase of raw milk, as well as the higher quality and sophistication of the products on offer. In fact, consumption of cheese was concentrated in the capital and large cities, where retailing was characterised by modern chains, while inhabitants of smaller cities and rural areas continued to rely on their own resources.

Competitive Landscape

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Hochland was the leading manufacturer in cheese 2014 with a 24% value share. It maintained its leadership throughout the review period due to the clear leadership of processed cheese and its leading position in one of the largest categories, packaged hard cheese. Strong advertising campaigns for its Hochland brand in processed cheese and packaged hard cheese created important visibility for its products. The extended availability in most distribution channels and across the whole country also contributed to the company’s leadership. The presence of the imported brands, Hochland Camembert, Brie and Bleu, propelled Hochland to the leading position within soft cheese and consolidated the company’s position as leader in overall cheese.

Industry Prospects

The forecast period is expected to record volume growth of cheese although value growth is anticipated to be only marginal. The recovery of the economy, which began in 2013, will likely continue to lead to improvements in consumer purchasing power. However, the increase in purchasing power is not expected to follow directly in line with the growth of the economy, which will have a negative effect on value growth of cheese. Perceived as a sophisticated product, cheese will benefit from the change in purchasing habits and return to higher consumption, although at low rates.

Drinking Milk Products

Sales of drinking milk products increased in 2014 in value terms. The main support for the category came from the perception of drinking milk products as being healthy and from the expansion of modern grocery retailers, which represented the main channel for sales of the products and which encouraged a change in purchasing habits from unpackaged to packaged products, and from the cheap products found in small independent grocers to more sophisticated and expensive ones. In fact, premiumisation of the offer was the result of the consolidation of the position of quality products and packaging which resulted in the dynamics of the category in 2014.

Competitive Landscape

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